Fragrance house

United Colors Of Benetton

United Colors of Benetton traces its origins to Benetton Group, founded by the Benetton family in 1965 around knitwear production and sales. Its international development included a first store outside Italy, in Paris, in 1969, followed by entry into Eastern European and Soviet Union markets in 1989. Around 1985, the Benetton brand became United Colors of Benetton, a name that grew from the earlier “Tutti i colori del mondo” campaigns. Oliviero Toscani began collaborating with Benetton in 1982 and shaped its public identity for nearly two decades through campaigns focused on racial diversity, social issues and documentary-style imagery. In 1991, this issue-led communication was accompanied by Colors magazine, created by Toscani and Tibor Kalman. Fabrica, Benetton’s communication research centre, was created in 1994. Edizione’s 2012 tender offer for Benetton Group shares it did not already own was followed by the group’s delisting from the Milan Stock Exchange. Colors de Benetton’s men’s and women’s fragrances were offered in 1987 and are recorded as the brand’s first fragrances. In 2013, Benetton Group and Puig agreed an exclusive long-term global licence for new fragrance lines, beginning in 2014. In 2025, Benetton presented a creative vision in which artificial intelligence amplifies its established aesthetic codes.